Burton, to me, has always been the over-hyped, over-priced stalemate of snowboarding. As the leading commercial brand of an anti-establishment culture, they inadvertently lumped themselves with the ’stablishment. They get away with overpricing their boards on the MSRP because people new to the sport don’t know anything else except Burton and those who don’t know anything better (new or old) buy in to the fact that they’re the best. Oh right, and then there’s Shaun White–the most well-known snowboarder in the world and he rides for them. 
I’m not saying they’re the worst, but they are certainly not the best value. On top of that, even their tech isn’t really breakthrough, anymore … arguably with the exception of the space-materials, $1000 Vapor. Lib Tech’s got Magna Traction™ (beveled edges) and Banana™ tech (concave board shape) now and I hear it’s the hottest thing for holding an edge and buttering, respectively. Luckily I’ll be able to test Magna Traction™ out myself–but not before more snow actually descends on Mammoth–on my new Roxy Ally MTX.
(A Roxy board, you ask? Yeah, eat your heart out! They’ve got Mervin Manufacturing behind them now. )
But enough with the “Down With Burton” talk, because I’m about to reveal the coolest thing I’ve seen them do since single-handedly legitimizing the sport. There are 4 Ski-only resorts left in North America and they are putting up $5,000 each resort to the best documentaries showcasing snowboarding on said prohibited grounds:
- Mad River Glen, VT
- Alta, UT
- Deer Valley, UT
- Taos Sky Valley, NM
They call it poaching and–even if I could pony up some transportation and lift ticket funds–hell if I can figure out how I’d smuggle boards up a lift like they show in their demo videos. Major props to the kids who have the balls and videography skills to do so.
Which raises the question: What’s the point? The intro describes such ski-only resorts as fascist and elitist–and I have to say I agree. It’s like being proud of having one of the last four “whites only” drinking fountains at your city hall. Loving to allow your customers to revel in their hate and ignorance, much?
I can remember the smug comments skiiers made about “you snowboarders” once upon a time–as if they still had a ski to stand on and snowboarding was just a fad. And as if skiiers’ money is better than snowboarders’ money.
“I hate it when you snowboarders ride your back edge all the way down the hill.”
As if their “plowing” made any better patterns in the snow.
“You snowboarders need to learn to get control.”
So all skiiers have control all the time? If I’m mistaken, riding the back edge in snowboarding affords way more control than plowing does in skiing.
I especially love the “we were here first” mentality, or in snowsports it’s the “my two sticks came before your one” mentality. It’s a classic mindset that also smacks of fascism. This is America, folks. Tell me now, according to you–which generation is it exactly that’s allowed to immigrate into this country and therefore has more reason to live than the one after it? The rest of us will just high tail it back to “where we came from.” The way you derive pleasure out of your dual-sticks in snowsporting is more equal than that I derive out of my singular … stick. I’ll learn how to skate on two of them because you said so. Oh, and thank you for the usage of your snow.
* * *
And while we’re on the topic of Burton, what’s “brand hype” if you don’t have a flagship store on Melrose Avenue?
The Burton-Channel Islands Flagship had their official store opening in the middle of last week–for which I heard they made fake snow. Über cool. Unfortunately, they were under construction during the daytime when I couldn’t wait any longer and hopped on over during a lunch break. Apparently they are open in the evenings, though (as evidenced from the Improv Saturday night during my company’s holiday party). Eventually, I will be able to take more pics that do the shop justice, which I hear is huge and has a couple skate half-pipes.
Hopefully it’ll be able to hold my boarding fix until the snow actually falls. Pray for rain, everyone!! And be sure to send me a copy of your ski-only resort poaching vids.
14 Comments
i love the sporting and idea behind the “contest”, but it kind of reminds me of how restaurants, now in NY, are facing the smokers ban. that they would be forced into having a smokers-free place. this would be esply more troublesome for places that tailor to such ambience (theme).
while i do not smoke and also am not a big fan of it, i do believe it should be up to the restaurant and the audience they aim to serve. if they lose out on business due to ppl not wanting to dine at their establishments because of the atmosphere i am sure they will turn their policy around. but to have the law force them to?
so in turn, is it really elitist of the ski resorts to allow ski-er’s only? maybe. but to force them to bend? i fail to see the point. i wonder if any boarders would actually go to such places if they were to open it up to them the very next day. i doubt very much so–or at least very many ppl.
oh, oops, did i reach a limit in comment? odd.
finishing: i doubt very many boarders would attend since such resorts, even if they allowed boarders, are not exactly groomed towards boarders. it would be a fallout for them. their intended audience might be ailenated–ha, so maybe they are elitist.
and can an analogy of a ski-only resort be pushed to the same level of “white’s only”? maybe. but i think in this case it is more of a preference of which sporting activity ppl prefer. it is not as though the price of admission for ski-ers are any real different. they do not segregate from ppl who want to join the sport.
i guess it is like if i wanted to join into a local GTI car club and i didnt have a GTI car… “wub tee eff?”
ok, this is not going anywhere, ill stop. i hope the point was conveyed!
p/s.: $5000 would be nice extra cash ~!
last comment!
isnt this just like the boarding attitude? the whole contest? it fits the archetype so well. it is telling others to rebel for a reason–and for a cash prize.
stirring the pot a bit? giving rebels a cause?
i find it a bit ironic
Rome boards!!! A company started by ex-burton employees after they were fed up?! Down with the man! Rock on to poachers tho. Ultimately those “burtoners” are still fighting for the cause.
@owbert: Haha, to be honest I have trouble identifying with the no-smoking restaurant ban because California instituted it 10 years ago when I first moved here and quite frankly (as a non-smoker) I love it. I think it’s a public health issue and therefore it’s the city’s interest to protect the health of its citizens. That’s just the “cost” of operating a business in a specified area. Check out the wiki (which I fully accept is not the end-all source):
Still, an interesting analogy you bring up, Albert.
I guess I am confused as to what you mean by resorts not being “groomed” towards boarders. Sure, one such feature I can think of is for example having benches so boarders don’t have to sit on the ground when they strap in at the top of the run. I think we can deal with that. 
Sure enough, I don’t have a problem with these resorts because I wish to board at them–I have a problem that they are allowed to continue in their ignorant, hateful attitude and these resorts justify that. It’s not a battle I’m choosing to fight but I do say “Rawr” and will punch the air with some fists on Jake Burton’s behalf for doing so.
@jimmiwin: Indeed, Rome it is. Great, great boards. You will have to come to Mammoth to watch Roycifer try out his new Agent that he got for practically 30% of MSRP at a recent sale.
Burton is o.k. Haha.
i don’t know much about snowboarding, remember? “hey, shouldn’t the binding and the board match your boots?” remember me saying that while you shopped for deals at that snowboarding sale? hahahaha
I never buy boards at retail price. Nobody should, to begin with, unless of course they want it pretty bad. I respect Burton for taking snowboarding to a higher level. I love the brand, even though I know that there are better boards out there for the price.
Smuggling up the boards is easy: just strap two boards together after pointing the bindings forward. You have 2 planks, don’t you? Hand the other board to Royce on top of the lift.
Despite having skiier friends, I have no respect whatsoever for skiier elitism. I give them a big “fuck you”.
You’ll feel that thrill “James Bond” style sans weapons going down Alta.
All I know about snowboarding is that I want some hot chocolate! =D
@*e: i think you meant to say 70% off!
@owbert: smoking ban is different. even though its a ban on something that anyone can participate in, people who do not smoke are not going to smoke simply because a place allows smoking. plus restaurants are there for people to eat/drink, first and foremost.
the smoking ban is also not a lame elitist ban masked under “tradition.” resorts are they for enjoying winter sports. outright banning of a particular winter sport that is widely and safely enjoyed elsewhere is pretty ridiculous.
@wehoroy: I remember! That was one of our defining moments … at the boardshop.
Hahaha.
@codemunky: Burton is o.k. If smuggling boards up the lift is so easy you should definitely try your documentary skills, too.
@franksabunch: The mountain wouldn’t be the same without hot chocolate-drinking lodge homies.
@roycifer: I said 30% “of” which is the 70% “off” equivalent.
you are the snowboarding queen. i’ve only been able to use my “new” board twice. the thing is 4 years old now and sitting in my garage…
it’s snowing in ct right now… my new place of residence and it’s cold… so i’m sitting inside wasting my life away on the internet…
i never understood the whole rivalry between two stickers and one stickers… they both transport the rider over frozen water… ehhh… oh well maybe it’s not my place to know…
oh and btw do you still have your vw? i am a proud owner of a 02 passat
@albolin: You’re too kind, but geez it’s time to take that stick out on the slopes!
@davi_el_major: I still can’t say I’m used to the cold, though, but I’m willing to withstand it if it means it’s fresh pow.
I don’t really understand the rivalry either but I can say it’s not between every skiier/snowboarder. Some are just sticklers more than others. 
Congrats on your passat–I still have Judy (Jettason) and she’s great but aging a bit. Going on 9 years! I’m looking to trade her in pretty soon for a tiny smart car. Thanks for stopping by, it’s good to “read” you again!
Man, I’d love to have fake snow in my snowboard store - I’m gonna have to look at getting that!